Sheffield is on the fringes of everything. Looking at it from a Yorkshire angle, everything is Leeds-centric and the focus is on everything around there. We are next to the Peak District yet Yorkshire tourism is focused on the Yorkshire Dales. The Tour de Yorkshire doesn't want to come anywhere near us. Yet when you see the Peak District tourism promos, Sheffield doesn't exist either, even though one third of the city is Peak National Park.
Sheffield's natural conurbation is Sheffield, Rotherham and Chesterfield and this where our efforts should be focused instead of hanging on to Yorkshire/Leeds' coat tails and begging for a few crumbs to be thrown at us. We're in a no-man's land where everyone drives past rather than drives to, hence this village mentality we all have and some radical thought is required as to where we position ourselves.